AMERICAN STANDARD • GROHE • DXV
Love Your Space
Transforming Homes with High Quality Products
Challenge
Trade retail channels that carry plumbing and housing products and fixtures tend to offer a multitude of brands. LIXIL wanted to bring attention to newly launched collections among trades people and designers, while at the same time supporting their partners.
Challenge
As a result of a broad retailer listing, in less than 6 months there have been over 600 in-store demos with 60 stores featuring models wearing White Cashmere dresses, distribution of over 250,000 samples, 4 major trade show appearances, and 10 trade ads. Cashmere UltraLuxe successfully created excitement at store level, while maintaining their premium, fashionable brand essence and exceeded the Paris contest entry expectations by over 50% from the previous launch promotion.
Solution
Understanding their target audience and how to reach them, LIXIL reached out to BTI to produce a series of co-op ads for their trade partner to use. After reviewing the new collections for American Standard, Grohe, and DXV brands, BTI selected aspirational lifestyle product imagery for each, and designed multiple print ads featuring the collection name along with trade partner messaging and contact info. The artwork was clean and refined so to stand out among text-heavy articles and other advertising clutter and could also be leveraged for digital campaigns.
Solution
Understanding their target audience and how to reach them, LIXIL reached out to BTI to produce a series of co-op ads for their trade partner to use. After reviewing the new collections for American Standard, Grohe, and DXV brands, BTI selected aspirational lifestyle product imagery for each, and designed multiple print ads featuring the collection name along with trade partner messaging and contact info. The artwork was clean and refined so to stand out among text-heavy articles and other advertising clutter and could also be leveraged for digital campaigns.
Result
Both LIXIL and their trade partner had new advertising assets to leverage in print and on digital channels. Their partner appreciated the sponsorship and the ads created more awareness for the LIXIL brands.
Result
Both LIXIL and their trade partner had new advertising assets to leverage in print and on digital channels. Their partner appreciated the sponsorship and the ads created more awareness for the LIXIL brands.
